Improve Brand Decisions: Replace Working/Non-Working Ratios with Deploy and Develop Allocations
Relying on ratios around so-called working versus non-working spend remains popular among marketers. Yet many industry experts consider the concept problematic and the terms hopelessly outmoded. This POV by Bruno Gralpois of Agency Mania Solutions explains just why there is no real benchmark for these ratios and offers alternative approaches to making better budget decisions.
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Source
"Improve Brand Decisions: Replace Working/Non-Working Ratios with Deploy and Develop Allocations." Bruno Gralpois, Agency Mania Solutions, 11/8/23.
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